Different Tools for Different Jobs
This isn't a "which is better" question. Facebook and Google do fundamentally different things.
Facebook/Instagram Ads reach homeowners before they search. You're creating demand — targeting people based on location, income, home value, and behavior. They weren't thinking about their roof until your ad made them think about it.
Google Search Ads capture homeowners while they search. Someone types "roof replacement near me" and your ad appears. They already have a problem and are looking for a solution.
Google Demand Gen (the one nobody talks about) reaches homeowners across Gmail, YouTube, and Discover with visual ads — combining Facebook's reach with Google's intent signals.
Head-to-Head Numbers
| Feature | Facebook Ads | Google Search | Google Demand Gen |
|---|---|---|---|
| Cost per lead | $20-50 | $50-120 | $30-60 |
| Lead intent | Medium | Highest | Medium-High |
| Close rate | 15-25% | 25-40% | 20-30% |
| Cost per sale | $120-300 | $175-400 | $120-250 |
| Best for | Storm damage, seasonal | Emergency, active searchers | Scale at lower CPS |
| ROAS benchmark | 800-1,200% | 400-800% | 1,200-1,768% |
Why We Run All Three
We're platform-agnostic. No loyalty to Facebook or Google. We follow the data.
Most of our roofing clients run all three simultaneously. When Facebook CPMs spike in Q4, Google Demand Gen picks up the slack. When search volume drops in winter, Facebook campaigns drive demand. No single point of failure.
The feedback loop makes this possible — because we track to the sale across all platforms, we know exactly where the next dollar should go.
The Answer
Run both. Add Demand Gen. Track to the sale. Let the data decide where your money goes — not platform loyalty.
Want the full breakdown? Read our in-depth guide: Facebook Ads vs Google Ads for Roofers: Which One Wins?